Translation Of Advertising

摘要

在世界经济全球化的环境下，广告和广告翻译越来越显得重要。广告正以其独特的魅力影响着社会生活的方方面面。然而，中国的广告翻译研究刚刚起步,传统的翻译理论不能满足翻译广告这种特殊实用文体的要求。因此，本文试图对广告语篇特点与翻译作一研究。

本文首先从词法、句法和修辞三个层面对英语广告语篇的语言特色进行了探讨。接着论述关于翻译的基本理论，其中包括翻译的定义、翻译原则、翻译过程等。然后根据英语广告语言的特色以及广告的鲜明目的，本文提出并例证了翻译英语广告语篇的三条原则，即内容上的忠实性，形式上的吸引性和文化情感上的可接受性。最后讨论的是本文的最重要部分：英语广告语篇的翻译。根据上述三条原则，具体论证应用直译法和意译法翻译广告标题、广告口号和广告正文的实用性。同时，文章例证用归化和异化的方法来翻译含有浓郁文化色彩的广告商标的可行性。通过对多个英文实例的分析和翻译证明，上述翻译原则和翻译方法对英语广告语篇的翻译具有一定的指导性和较强的可操作性。

关键词：英语广告语篇；语言特色；翻译理论；直译；意译；归化；异化

Abstract

With globalization of world economy, English advertising and its translation are becoming increasingly significant.English Advertising is exerting great influence on every aspect of social life with its charm.However, the studies available of English advertising texts and their translation in China are far from satisfactory and traditional theories on translation seem increasingly inadequate. Therefore,The author decided to research into characteristics and translation of English advertising texts.

First of all,a discussion of the major linguistic features of English advertising texts is conducted from three perspectives:lexical,syntactic and rhetorical aspects. Next, basic theories of translation are introduced, including the definition,principles, and process of translation.Then,according to the unique features and purposes of advertising, three principles for translating English advertising texts are proposed and exemplified––faithfulness in content,attractiveness in form and acceptability in emotion. Finally, under the guidance of these three principles, the most usual methods literal translation and free translation––are used to translate English advertising texts.Also,foreignization and domestication for translating brand names are illustrated. Analysis and translation of many English examples employed in this thesis demonstrate that the above-mentioned principles and methods are practical and applicable. KeyWords: advertising;characteristics of English advertising texts;translation principles; literal translation; free translation; foreignization; domestication

Contents

Chapter One Introduction (1)

1.1 Reasons for this thesis (1)

1.1.1Charm of Advertising (1)

1.1.2 Popularity of Foreign Advertising in China (1)

1.1.3 The Necessity of Research Into English Advertising Translation (1)

1.2Significance of the Research (1)

Chapter Two (3)

Wording Features of English Advertising Texts (3)

2.1 Frequent Use of Monosyllabic Verbs (3)

2.2 Frequent Use of Adjectives (3)

2.3 Flexible use of Compounds (4)

Chapter three (5)

Discussion of Basic Translation Theory (5)

3.1 Definitions of Translation (5)

3.2 Principles for Translation (5)

3.2.1 Yan Fu’s Triple Principle of Translation (5)

3.2.2Three Translation Principles (6)

3.2.3Translation Equivalence (6)

3.3 Process of Translation (7)

Chapter four (8)

Principles for advertising translation (8)

4.1 Faithfulness (8)

4.2Attractiveness (9)

4.3Acceptability (10)

Chapter five Conclusion (12)

References (13)

Acknowledgement (14)